MARKETING INFORMATION 2019 - Cars Tour
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
2019 MARKETING INFORMATION
WHAT IS THE CARS TOUR?
The CARS Tour was formed out of the former USAR Hooters ProCup Series, long
considered the premiere short track development series in the 2000s for drivers
looking to advance their careers to the upper levels of NASCAR.
Because so many CARS Tour competitors have dreams of competing in NASCAR,
the cars raced in the CARS Tour closely resemble the racers seen in NASCAR except
with less expensive technology and rules to control costs.
The CARS Tour hosts two types of popular pavement short track racing divisions,
with most being held as dual division events. This allows fans to catch the action of
both the Super Late Model and Late Model Stock divisions racing at the same track
on the same night, for the price of just one ticket.
Late model stock cars, a machine from which the NASCAR Xfinity Series cars
originated in the 1980s and is still popular in the southeast today, weigh in at over
3100 lbs, teaching drivers car control and momentum as they advance their career.
The super late model cars boast nearly 600 horsepower and weigh in at less than
2800 lbs, the true speed demons of short track racing where drivers learn to
handle large amounts of horsepower. The CARS Tour has attracted teams from across the motorsports industry, including teams
competing annually owned by NASCAR notables Dale Earnhardt Jr. and Kyle Busch. In addition
the tour has grown on loyal veteran short track drivers that fans have grown accustom to.
2019 SCHEDULE The CARS Tour races at nearly a dozen tracks over the course of 2019 with events running
between March and November; most are located within large southeastern markets.
& MARKETS Southern National Motorsports Park (Raleigh/Durham, NC) TOTAL RACES BY MARKET:
(3) Raleigh/Durham, NC - 1.2M
Hickory Motor Speedway (Hickory, NC) (2) Hickory/Charlotte, NC - 1.2M
Orange County Speedway (Raleigh/Durham, NC) (2) Richmond/Petersburg, VA - 564K
Ace Speedway (Greensboro, NC) (2) Greenville/New Bern, NC - 302K
(1) Roanoke/Lynchburg, VA - 439K
Fairgrounds Speedway Nashville (Nashville, TN) (1) Nashville, TN - 1M
Motor Mile (Christiansburg/Blacksburg, VA) (1) Hampton/Norfolk, VA - 717K
Bristol Motor Speedway (Bristol/Johnson City/Kingsport, TN) (1) Greensboro/Winston-Salem, NC - 690K
(1) Bristol, TN - 480K
Langley Speedway (Hampton/Norfolk, VA) (1) Tri-Cities, NC - 307K
Dominion Raceway (Richmond/Fredricksburg, VA) *Source 2017 Nielsen DMA Rankings
Carteret County Speedway (Wilmington, NC) TOTAL MARKET POPULATIONS:
South Boston Speedway (Danville/South Boston, VA) 6,899,000 PEOPLE
Championship Auto Racing Series - 136 Bridle Path Lane - Mooresville, NC 28117 - 704.662.9212
Website: CARSRacingTour.com // Facebook: @CARSTour // Twitter: @CARSTour // Instagram: @cars_tour // YouTube: @CARSTour // Snapchat: @carstour
THE CARS TOUR FAN BASE
CARS Tour fans represent a wide array of lifestyles, interests AGE
and walks of life. The sanctioning body is exceptionally strong BREAKDOWN
across the 25-54 demographic with over 60% of the fan base
falling within the age group. The tour’s fans are educated,
have disposable income and live economically stable lives as
represented by home ownership.
TOP FAN INTERESTS CARS TOUR ATTENDANCE
CARS Tour fans have shown an Each year attendance has
affinity for various activities, the increased in the CARS Tour!
top five classifications below.
Average Attendance in 2018:
1. Thrill Seekers (77%) 2,511 People
2. Sports Fans (74%)
3. Movie Lovers (63%) Total Attendance in 2018:
4. TV Lovers (61%) 35,000 People
5. News Junkies (52%) GENDER
GROWING RACE ATTENDANCE
BREAKDOWN
In 2018, the CARS Tour saw record breaking fan
attendance for the season! This marked the fourth
consecutive year of growth since the tour’s inception
in 2015.
Championship Auto Racing Series - 136 Bridle Path Lane - Mooresville, NC 28117 - 704.662.9212
Website: CARSRacingTour.com // Facebook: @CARSTour // Twitter: @CARSTour // Instagram: @cars_tour // YouTube: @CARSTour // Snapchat: @carstour
CARS TOUR PRESTIGIOUS EVENTS
THROWBACK 276
The Throwback 276 is held annually on the first weekend of August at Hickory Motor Speedway; the Hickory Motor Speedway in Hickory, NC
“Birthplace of the NASCAR stars.” In only two years, the race has turned into a national event where late
model drivers honor racers of the sports past. Teams and drivers present one-off historic paint schemes
for one night only, as fans dress in their favorite “throwback” gear.
Each year, the CARS Tour unveils racing legends that appear in person for the pre-race festivities.
Names like Ned Jarrett, Jack Ingram, Harry Gant, Bobby Allison, Waddell Wilson and Ron Hornaday have
all signed autographs as part of the event. Fans and teams add this race to their bucket list as it has
quickly become the largest attended race on the tour. In 2018, the Throwback 276 was produced and
broadcasted on MAVTV.
CROWNING OF CHAMPIONS
South Boston Speedway in South Boston, VA
At the end of each season, the CARS Tour caps off the year at South Boston Speedway for the Crowning
of Champions. The newly renovated 4/10 mile track features large crowds around all sides. Each year
the attendance at South Boston continues to grow as fans attend to watch a Championship battle!
OLD NORTH STATE NATIONALS
Orange County Speedway in Rougemont, NC
Debuting in 2019, the CARS Tour “Old North State Nationals” will be the highest paying Late
Model Stock Car race in history; awarding $30,000 to the feature winner!
The race attracts competitors from the Carolinas, Virginia, Georgia, Florida, and Tennessee
making it one of the most highly sought races in the region to enter. Orange County
Speedway is sure to fill the stands and campgrounds as teams and drivers pursue to be
crowned the Old North State Nationals Winner.
Championship Auto Racing Series - 136 Bridle Path Lane - Mooresville, NC 28117 - 704.662.9212
Website: CARSRacingTour.com // Facebook: @CARSTour // Twitter: @CARSTour // Instagram: @cars_tour // YouTube: @CARSTour // Snapchat: @carstour
CARS TOUR ON SOCIAL MEDIA
The CARS Tour is a leader in social media amongst all short track racing series across the country. With
an active presence on Facebook, Twitter, Instagram, YouTube and Snapchat, no other sanctioning body
produces the quantity of content that the CARS Tour does during any given race weekend.
The strength of the CARS Tour social media program is led by a partnership with Pit Row Media who
produces a sizeable portion of content by virtue of their race broadcasts, yet other in-house content is
also successful in reaching fans and engaging them in their favorite short track sanctioning body.
“We love what the CARS Tour does with their social content. Most of our marketing is now done through social,
and they reach more eyeballs than almost any of our other partners. We’re extremely happy with what they have
done for us during our partnership with them.” - Alex Cummings, SRI Performance
SOCIAL MEDIA METRICS
FACEBOOK TWITTER
• Over 7 million total impressions • Nearly 7000 followers of @CARSTour by
• Over 4 million users reached November 2018 (6,482 total followers)
• Over 4 million total engagements • Over .75 million total impressions.
• Nearly .75 million video views (706,455)
• Over 18,000 followers increasing 16%
from 2017
YOUTUBE
• Over 40,000 total video views.
• Over 2000 user hours of video content
consumption
INSTAGRAM
• Over 4,000 Followers (4,299 November
2018)
• 84% Male and 16% Female
• Over 500,000 Impressions in 2018
Championship Auto Racing Series - 136 Bridle Path Lane - Mooresville, NC 28117 - 704.662.9212
Website: CARSRacingTour.com // Facebook: @CARSTour // Twitter: @CARSTour // Instagram: @cars_tour // YouTube: @CARSTour // Snapchat: @carstour
PROFESSIONAL MEDIA COVERAGE OF THE CARS TOUR
Media partnerships and coverage are essential to the success of any sporting organization and also act
as an added benefit for those involved in a business relationship with the sanction through sponsorships
or other partnership. The CARS Tour has various media connections and partnerships from national
broadcast media to local papers and periodicals.
LIVE VIDEO & TV BROADCASTS
Since the launch of the series in 2015, every CARS Tour event has
been covered LIVE by Pit Row TV, part of the Hammer TV network. NASCAR Hall-of-Famer Rusty Wallace is interviewed by Lenny Batycki from
PRN At The Track during a CARS Tour event he attended at Concord Speedway.
Broadcasting through ‘new media’ including streaming and Roku
devices, their network of engaged web fans exceeds 100,000 with
over 7,000 online subscriptions passing through the platform for
their events since 2015. Pit Row TV also has partnerships for content
distribution with various over-the-air, cable, and satellite outlets.
Dressed in throwback attire, the Pit Row TV crew shoots the Throwback 276 at Hickory
NATIONAL RADIO AUDIENCE Motor Speedway, one of two marquee events for the CARS Tour each season.
Presented by Bojangles’, O’Reilly Auto Parts, and Wix Filters,
PRN At The Track utilizes the same PRN network of affiliates who
broadcast NASCAR races to bring news and CARS Tour features to
an audience of millions. In the southeast, 40 over-the-air stations
carry programming to markets like Atlanta, Charlotte, Greenville,
Richmond, Roanoke, Spartanburg and Winston-Salem.
CARS TOUR RACING NATIONAL TV REACH
In 2018, the CARS Tour was featured on the national broadcasted A Pit Row TV broadcast is shown to fans at-track through
a jumbotron available in the track’s infield.
MAVTV channel. The broadcast and re-air of the events reached
throughout 49 million homes in the United States.
Broadcast media descend on Josh Berry immediately following a victory in CARS
Tour competition to get his reaction for live and taped television content.
Championship Auto Racing Series - 136 Bridle Path Lane - Mooresville, NC 28117 - 704.662.9212
Website: CARSRacingTour.com // Facebook: @CARSTour // Twitter: @CARSTour // Instagram: @cars_tour // YouTube: @CARSTour // Snapchat: @carstour
MARKETING SUCCESS
THROUGH THE CARS TOUR
“The CARS Tour continues to be our ideal choice in growing the
Response Energy Drink brand throughout the regions of Tennessee,
Virginia, and the Carolinas.
Our company looks forward to continuing to grow our brand via the
marketing efforts that the CARS Tour provides to consumers that fit our
demographics for product growth.”
-Matthew Winslow
Response Energy Drink, CEO
“We were very pleased with our involvement with the CARS Tour during
2016. The event had a good crowd and we received lots of positive
feedback and results from our wholesale customers in addition to the
fan base at large. We will definitely be
involved again and work closely with the
CARS Tour to help maximize our success
even more in the future. ”
- Doug Houser, Business Development
Manager at Pepsi-Cola Hickory
“It has been a pleasure working with the CARS Tour as a marketing
partner over the last three years. Baker had a great return on
investment sponsoring the Baker Distributing race over the years.
We appreciate the customers as much
as they appreciate the events. We look
forward to a continued relationship with
the CARS Tour and sponsoring additional
employee/customer hospitality events at
in the seasons ahead.”
-Mike Plathe, VP Sales Parts & Supplies at Baker Distributing
Championship Auto Racing Series - 136 Bridle Path Lane - Mooresville, NC 28117 - 704.662.9212
Website: CARSRacingTour.com // Facebook: @CARSTour // Twitter: @CARSTour // Instagram: @cars_tour // YouTube: @CARSTour // Snapchat: @carstour
GET YOUR CARS TOUR
PROGRAM STARTED TODAY
Get involved with the hottest property in short track racing today
as a business partner with the CARS Tour. Series staff is available to
address your concerns and questions, or contact your account rep if
you received this information through a team who competes in the
CARS Tour.
CARS TOUR CONTACTS:
Chris Ragle - Marketing Jack McNelly - President
704.662.9212 704.662.9212
chris@carsracingtour.com jackm@carsracingtour.com
Championship Auto Racing Series - 136 Bridle Path Lane - Mooresville, NC 28117 - 704.662.9212
Website: CARSRacingTour.com // Facebook: @CARSTour // Twitter: @CARSTour // Instagram: @cars_tour // YouTube: @CARSTour // Snapchat: @carstour
You can also read
